why brands need to tap on the power of regional social media now?
TRANSCRIPT
REGIONAL MARKETING IN THE DIGITAL AGEPart – II; May 2016
MARKET UNDERSTANDING
Almost 60% of users in urban India access online content in Hindi, followed by Tamil and Marathi
88% Indians are non-English speakers (FICCI KPMG report)
127 Million Indians consume content in local languages (IAMAI +IMRB Report)
AUDIENCES DEFINE THE LANGUAGE
When you create a Facebook account, your language is defaulted based on your region but you can also change it according to your preferences. Users interviewed felt comfortable using Facebook in English while a growing population believed their local language helped them be more grammatically correct in their communication with others.
• Facebook accounts for the highest usage of regional language adoption amongst other social networks.
• Countries like Brazil, India, Mexico, Indonesia and regions in Africa are seeing a rapid growth in Facebook users.
TOP LANGUAGES USED IN INDIA
• This graph suggests the sheer opportunity that is present in the Indian landscape for content that is local and regional.
• 41% of the Indian population is Hindi speaking followed by Bengali and Telugu. Source: IMRB Report
TREND ANALYSIS
• Trend of the local language being used by the Indians is growing at a consistent rate keeping pace with the increasing Internet users of India.
• MindShift Metrics predicts the number of Local language users to increase by 42% by December 2016 and with a 22% growth in Active Internet Users.
BRANDS MARKETING THROUGH REGIONAL CONTENT ON SOCIAL MEDIA
Majority of the posts on Facebook and Twitter are in Hindi
Aims to reconnect people to roots and promotes ‘Swadesi’feeling
Target market is Tier 2 and 3 cities mainly
Competing with P&G, HUL to explore uncharted territories
Social Media Success Story
Total Fans 97774
Post Frequency 1-2 per day
Engagement Ratio 2.36
Posts focus on new product launches/benefits and featured news articles
No. Of Followers 2539
Post Frequency 4-5 per day
Following 12
Engagement Ratio 2.1%
Higher engagement is seen for tweets in Hind versus English
Coca Cola has recognised that to maintain superiority, it has to address the regional audience too
Coca Cola’s target base now includes rural markets also what with too many competitor agencies
Regional posts accompany recently released video ads
The posts are generic and about coke. New videos and IPL sponsorships are also shown here
Social Media Success Story
No. Of Fans 97528438
Post Frequency 2-3 posts per week
Engagement Ratio 24.81%
Since Patrika is a news publishing house, it posts plenty of Hindi articles in a day
It has a large mass following
Leading newspaper brands should take a leaf out of their strategy and keep updating their content because the future will be digital
Social Media Success Story
No. Of Fans 1983471
Post Frequency 30-40 per day
Engagement Ratio 31.26
Content is extremely user friendly and reaches out to a large audience at once, receiving 100’s of likes per post
No. Of Followers 13,379
Post Frequency 30-40 tweets perday
Following 368
Content garners adequate interactions
No. Of Followers 246
Post Frequency 1 per day
Following 25
The Instagram pictures are relevant to latest happenings or news
According to the IRS 2013 Topline Findings, Dainik Jagranis the most read newspaper in the world with an Average Issue Readership Survey of 16.37m.
It aims to target the Hindi-reading population all over the world hence their strategy to use a hindi-only approach works wonders to connect with relevant audiences.
Social Media Success Story
Total No. of Fans 1,092,908
Post Frequency 15-20 per day
Engagement Ratio 11.61
Engagement is heavy again due to local language usage and the implementation of print to digital copy being the same
No. Of Followers 195,025
Post Frequency 10-35 tweets a day
Following 35
The incredible number of followers keep track of Headlines on Twitter
Mooshak is an exclusive social media platform in Hindi
It is a combined version of Twitter + WhatsApp
Has 60,000 users since launch in Sep 2015
Target is on Tier 2 and 3 cities to increase interaction
Avenue for advertising may be introduced
What Is Mooshak?
Total Fans 6,024
Post Frequency 2-3 per day
Engagement Ratio 7.28
Mooshak posts aim at being both, informational and entertaining, resulting in a fair bit of clicks
BRANDS LEVERAGING MOBILE CONTENT FOR REGIONAL OUTREACH
HDFC Bank App
HDFC’s Hindi App is exclusively for Android phones
It will allow users to conduct around 30 banking transactions
It is targeted at 560 m Indians and was launched in 2012
According to Google Play, it is ranked 4.1 out of 5
Has around 50,000 downloads
SBI Bank App
SBI Bank App is titled – SBI Kahin Bhi
Is available on both Android and iOS.
It is rated 4+ on iOS and 4.2 on 5 on Google Play
It has around 1,00,00 plus downloads so far
It is convenient for the Hindi-speaking populace
Several transactions are possible
• 41% of the Indian population is Hindi speaking followed by Bengali and Telugu.
• Local language users will increase by 42% by December 2016, amounting to 180 Million out of 328 Million active internet users.
• The organic engagement of brands on social media is relatively higher when content is produced in regional languages.
• Facebook is the primary platform for content consumption in a Regional language but other platforms are quickly catching up given the promising adoption India showcases.
KEY TAKEAWAYS
• Regional Marketing is going to be essential and crucial for Advertising in the future and it’s time for brands to capitalize on it at the earliest.
• Regional Marketing will impact not just Facebook usage but also advertising in order to increase Google & SEO Ranks, providing content of higher relevance to different segments.
• The question is not whether the consumption of your brand is currently only by an English-speaking audience but whether you want to reach far out and wider across India.
THE WAY AHEAD FOR REGIONAL MARKETING
